Digital Marketing

Not All Keywords are Equal

February 4, 2020, by Rich Brown

Not All Keywords are Equal

Keywords can become complex very quickly. So here’s our simple guide.

It’s really important to get your keywords right, otherwise you might waste a lot of time and money…

Here are the 4 match types:

Broad match. Suppose you sell women’s hats so you choose the keyword ‘women’s hats’. By default, this will be a broad match. Google will just try and find anything related to ‘women’s’ or ‘hats’ – and it could show your ad for all sorts of things. If you’re using broad match, you need to stop now. It’s not a good plan.
Broad match modified. If you put a plus sign (+) in front of ‘women’s’ and a plus sign in front of ‘hats’, ie +women’s +hats, what that’s saying to Google is that the terms ‘women’s’ and ‘hats’ need to be somewhere in the sentence eg. ‘Where can I buy women’s hats’ or ‘women’s hats for sale’ or even ‘hats women’ – it can be around the other way. This is actually quite a good thing because it’s starting to narrow things down a bit.
Phrase match. Add quotation marks around each phrase if the order needs to be the same eg. “women’s hats”. Generally, if you’re doing broad match modified, you won’t need to do phrase match as well.
Exact match. This is when someone types in precisely [women’s hats]. If there are any Google Ad managers here, you’ll know that Google has played with that and it’s not as great as it used to be. Ensure your campaign has a mixture of broad match modified and exact match. These are the two options that you can play with to make sure you are getting the right traffic.

As always, if you’re having trouble with your Google Ads, or with any other digital marketing, we’re here to help! Contact us anytime.

Rich Brown

Diploma of Web Development – TAFE NSW

Rich brings over 25 years of hands-on digital experience to TheOnlineCo. He began building websites in 1998, where a fascination with early server traffic insights led to an organic transition into Search Engine Optimization. Recognised as an early adopter, Rich was invited by Google in the early 2000s to test their new Universal Analytics platform – an experience that sparked a lifelong dedication to data-driven search strategy.

Because Rich’s foundational expertise is in web development, he possesses a distinct technical edge over traditional SEOs. This deep understanding of code and site architecture allows him to diagnose and implement complex structural optimisations that others miss. Dedicated to mastering his craft, Rich studied under SEO pioneer Bruce Clay in 2018. He adopted Clay’s renowned website “Siloing” architecture, a technique he continues to leverage with a strong track record of success for TheOnlineCo.’s clients.

As Chief Strategist, Rich directs overarching SEO and GEO (Generative Engine Optimization) campaigns. He is passionate about staying ahead of the algorithmic curve, constantly adapting to the latest AI trends to ensure his team is executing modern best practices. By managing the team’s monthly focus, Rich ensures that the most impactful, high-priority tasks are executed for every client.

Originally from Seattle, Rich relocated to Australia in 2013. Outside of the digital space, Rich is an avid songwriter and guitarist. Drawing on his past career as a professional baker, he brings a highly methodical, precise, and creative approach to everything he does.

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